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	September 29, 2009 Case Study: Royal Bank Of Canada Provides A Blueprint For A Next-Generation Sales Site A Major Web Site Overhaul Drives Sales And Reduces Abandonment by Brad Strothkamp with Carrie Johnson, Courtney Tincher	Average: 10  (2 ratings)

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Executive Summary

Royal Bank of Canada (RBC) topped Forrester's Canadian bank public Web site rankings in 2009. Key to RBC's success in this year's ranking was a stronger focus on online sales delivered through a revamped credit card and accounts Web site. The work took a year and a half to complete, but the results were worth the wait as online applications jumped, abandonment dropped, and the Web site came more in line with how consumers shop for financial products.

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